二维码广告的发展前景研究

Study on Prospects of Qr-Code-Based Advertisements

在移动通信技术发展臻于成熟的今天,二维码广告逐渐走进大家的视野。作为一种与传统的平面、广播、影视等广告形式相比,能承载更大信息量的新广告形式,二维码广告的应用打破了传统广告形式中的种种限制,并能取得更为有效的宣传效果。尽管二维码广告彰显出了传统广告形式所不具备的优势,但它在中国的应用暂时还停留在初级阶段,所以,其今后的发展前景还有待进一步观察和分析。对于以上问题,文章从二维码广告的广告形式、广告效果出发,具体针对线上与线下、传统广告与新媒体广告两方面结合探讨二维码广告在我国的发展前景问题。

Nowadays, mobile communication technology is becoming mature, and advertisements based on Qr code are emerging. This new media can convey more information than traditional approaches like those mediated by either or audio or video,and would break through their formal confi nement, thus resulting in better effects. Though the Qr-code-based advertisement has already displayed greater advantages than traditional ones, its application is still in the initial phase in China. So its development prospects need further observation and analyses. This paper explores this problem in the following aspects: manifestation, effect, combination of on-line and off-line environments, and integration of traditional approaches with innovative ones.